Measuring the Networked NonprofitBeth Kanter

Master Trainer, Author, Speaker and BloggerBlackbaud npEXPERTS Webinar Series

Beth Kanter: Master Trainer, Author, and Blogger

Winner of the 2013 Terry McAdam Nonprofit Book Award

Networked Nonprofits

Data Informed

How To MeasureSocial Fundraising

Agenda#netnon

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Maturity of Practice Framework: Networked Nonprofits

If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you

have to keep moving forward.”

CRAWL WALK RUN FLY

Where is your organization?

Linking Social with Results and Networks

Pilot: Focus one program or channel with measurement

Incremental Capacity

Ladder of Engagement

Content Strategy

Best Practices

Measurement and learning in all above

Communications Strategy Development

Culture Change

Network Building

Many Free Agents work for you

Multi-Channel Engagement, Content, and Measurement

Reflection and Continuous Improvement

Maturity of Practice: Crawl-Walk-Run-Fly

Categories PracticesCULTURE Networked Mindset

Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

1 2 3 4

The Data Informed Nonprofit

Crawl Walk Run Fly

Lacks consistent data collection

Data collection consistent but not

shared

Data from multiple sources

Org Wide KPIs

No reporting or synthesis

Data not linked to results, could be wrong

data

System and structure for data collection

Organizational Dashboard with

different views, sharing

Decisions based on gut Rarely makes decisions to improve

Discussed at staff meetings, decisions

made using it

Data visualization, real-time reporting, formal

reflection process

CWRF: Becoming Data Informed: What Does It look like?

AnalysisToolsSense-Making

Data-Informed Culture: It starts from the top!

Do Something.org

Data Nerds Partner with Staff

Tear down those silos and walls around data …

More time think about that the data, then collect it

Video

HSUS Analysis Process:• Everyone gathers their data• We sit in a room and analyze it• The project manager develops a report of

“what we did/what we learned/what we recommend for next time “+ data

Scaling Data-Informed

Jogging!

2011: Not Using Source Codes for All Campaigns To Measure Social

Media Conversion

2013: Using Source Codes for All Campaigns To Measure Social

Media Conversion

140,000

120,000

100,000

80,000

60,000

40,000

20,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

Shark Week 2010 Shark Week 2011 Shark Week 20120

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

133,167

745,030

1,683,670

One Metric That Matters: Increase Shark Conservation Conversation

Audience: Artists and people in their community

Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations.

Focused on one channel (Facebook) to use best practices to:

Increase engagement by comments per postConversations that made the organization more accessible

Increase enrollment in classes and attendance at events 10% new students /attenders say they heard about us through Facebook

Measurement Pilots: Small Steps

Crawl Walk Run Fly

Lacks consistent data collection

Data collection consistent but not

shared

Data from multiple sources

Org Wide KPIs

No reporting or synthesis

Data not linked to results, could be wrong

data

System and structure for data collection

Organizational Dashboard with

different views, sharing

Decisions based on gut Rarely makes decisions to improve

Discussed at staff meetings, decisions

made using it

Data visualization, real-time reporting, formal

reflection process

CWRF: Becoming Data Informed: What Does It look like?

AnalysisToolsSense-Making

Social Fundraising marries fundraising and social media to transform stakeholders into fundraisers for your organization

7 Secrets to A Well-Measured Social Fundraising Campaign

• Online Fundraiser for Surf Rider Foundation: $5,000

• Online Memorial Event: #OceanLoveEarl

Results: Fundraiser for Surf Rider

• Raised $5,563 or 10% over goal• 80% raised before the memorial event• 128 donors with 45% giving at minimum gift of $25, 43% donated

more than suggested gift• 92% were strong ties that I had a relationship with online or

offline only 2% had met my Dad• 8% were weak ties• 85% were converted to donors from Facebook• Most effective channels: thanking people publically in a social

way and email or DM customized ask• 5% made through Mobile App

Results: Online Memorial Event

• 143 people signed up for the Thunder Clap, 43% over the goal of 100

• “Social Reach” according to Thunder Clap was 1,058,410

• A total of 3,094 Tweets, Facebook Status Updates, or other social channel used the hashtag #OceanLoveEarl from 6/23-7/15

• The network analysis map revealed that there were other “hubs” or “influencers” in addition my personal network including the beneficiary nonprofit, Surf Rider Foundation, and individual influencers in my network.

Results: Online Memorial Event

A total of 1240 people tweeted with the hashtag #OceanLoveEarl on the day of online memorial – July 3rd

Content of photos of my Dad with personal stories performed the best in terms of engagementand invested $50 in promoted posts

Results: Online Memorial Event

• 84% of the Tweets, Facebook Status Updates, or other social channel that used the hashtag included a link – the most shared link was my blog post tribute, the memorial site, and Mashable article

• 54% of the Tweets, Facebook Status Updates, or other social channels that the used the hashtag were a RT or Share

• 25% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag were a reply to @kanter

• 21% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag included an personal story, photograph, or link about the ocean.

• There were 10 blog posts or Facebook posts by “influencers”

Results: Online Memorial Event

7 Things I Learned from Measuring Social Fundraising

• Set A Realistic Goal Based on Benchmarking• Don’t Set Minimum Gift Amounts Too Low • Use Social Proofing to Generate Donations

Before Asking• Offer Many Ways for people to Engage and

Participate• Leverage your Influencers• Use Promoted Posts As Reinforcement• Honor the Creativity of your Network

Set A Realistic Goal Based on Benchmarking

Don’t Suffer from Too Small To Fail

Social Proofing Helps Generate Donations

Offer A Continuum of Engagement

Higher:DonateShare A Personal Story About the OceanProvide Advice

Lower:Retweet LinksThunderClap

Leverage Influencers

Network Map of Influencers

Use Facebook Promoted Posts for Reinforcement

Honor the Creativity of Your Network

7 Things I Learned from Measuring Social Fundraising

• Set A Realistic Goal Based on Benchmarking• Don’t Set Minimum Gift Amounts Too Low • Use Social Proofing to Generate Donations

Before Asking• Offer Many Ways for people to Engage and

Participate• Leverage your Influencers• Use Promoted Posts As Reinforcement• Honor the Creativity of your Network

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter

Questions!